A tiny Danish town of just 7,000 people will soon play host to Europe’s tallest building - a 320-metre skyscraper higher than The Shard in London and roughly the same height as the Eiffel Tower in Paris.

The Bestseller Tower, commissioned by the fashion retailer of the same name and designed by star architectural studio Dorte Mandrup, will be visible from more than 60 kilometres away, due to the flatness of the surrounding Jutland landscape.

The project will be used as a new headquarters for Bestseller - founded in Brande in 1975 and mostly known for brands such as Jack & Jones and Vero Moda - and will be surrounded by a corporate village including restaurants, apartments, shops, offices and hotels, The Guardian reports.

In Brande, the project has not met with any of the opposition one might expect from such huge and imposing plans, and got the go-ahead from Brande’s municipal council in mid-March.

“The project has not raised any concerns or resistance from any of our municipal council board members,” Ib Lauritsen, the mayor of Ikast-Brande, told the Danish state broadcaster DR.

“It will undoubtedly be of the greatest significance for the city of Brande, but I do not doubt it will affect the whole of Central Jutland.”

Anders Krogh, the project manager, told DR: “We are very happy that the plans have now been approved by the municipal council. We are proud and humble in regards to the big encouragement we have received – especially locally.”